VF Commodore: Great, but it won’t be a top seller

The latest Holden Commodore is by far the best car ever produced in Australia, but the market dynamic has changed.

May 30 2013

Toby Hagon

Holden VF Commodore Calais V.

Holden VF Commodore Calais V.

Holden VF Commodore Calais V.

Holden VF Commodore Calais V.

Holden VF Commodore Calais V.

Holden VF Commodore SV6 Ute.

Holden VF Commodore SV6 Ute.

Holden VF Commodore SV6 Ute.

Holden VF Commodore SV6.

Holden VF Commodore SV6.

Holden VF Commodore SV6.

Holden VF Commodore SV6.

Holden VF Commodore SS.

Holden VF Commodore SS.

Holden VF Commodore SS.

Holden VF Commodore SS.

Holden Commodore SS

Holden Commodore VF Evoke

Holden Commodore VF Evoke

Holden Commodore VF Evoke

Holden Commodore VF Evoke

Holden Commodore VF Evoke

Holden VF Commodore Ute.

Holden VF Commodore Ute.

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After months of hype the “no excuses” large car that’s designed to reinvigorate the flailing segment is on sale. Holden’s VF Commodore carries the hopes of the brand – and a manufacturing industry struggling to stay afloat.

The heavily updated Commodore comes at a time when large cars are front page news for all the wrong reasons. Ford’s announcement last week it would shut its Victorian manufacturing plants – ending 88 years of Australian production – sent shockwaves through the industry.

But it also gave Holden some bargaining power at a crucial time as the brand embarks on further negotiations about government support. Ford’s exodus was expected, but not this soon. And it brings a reality to Holden’s threats that it will also head for the exit if the “clear and consistent” long term policies and financial assistance it has long lobbied for aren’t forthcoming.

But the first step is for the Commodore to get back on the shopping lists of fleets and – more importantly – private buyers. If families decide the Commodore is again a good family car choice it will bolster residual values which should in turn give the all important fleet and government departments confidence in purchasing a large car.

Fuel economy improvements still have it lagging the small cars it’s lost sales to, but it’s more palatable than the seven-seat SUVs that are also family favourites, beaten only by some diesel variants.

But don’t expect Holden’s new VF Commodore to return to the top of the sales charts.

Yes, it’s good to drive. Great, in fact.

But it is still a large car with a traditional sedan layout and a big engine. What was once the thing that tempted people into the showroom is now something turning them away.